In today’s busy society, social media is an essential marketing tool for HVAC businesses. Because of the power of social media, companies now allocate about 7 percent of their marketing funds to these networking platforms. Did you know that there are nearly 1.5 billion social media users? The good news is that the abundance of online users constitutes an unlimited marketing audience. If you would like to boost profits for your heating and cooling business with the help of social media, you will first need to create a team pulled from customer service, marketing and sales. Once your social media sales team has been formed, consider using these useful marketing tips.
Know The Purpose of Each Platform
Before embarking on your social media marketing journey, you must first understand the primary purpose of each platform.
Facebook: A good platform for lead generation and the “purchasing” stage of a sale.
LinkedIn: A LinkedIn profile can help you build brand awareness and generate leads.
Twitter: Twitter is best used as a way to announce the release of new products and deliver important messages to your followers.
Pinterest: One of the best platforms for driving sales as more than 90 percent of users plan purchases using Pinterest.
Instagram: Most HVAC businesses use Instagram to increase product sales, drive traffic to their website, establish relationships with influencers, and enhance brand awareness.
Google+: Google+ works best during the “post-purchase stage.”
Leverage Quality Content
For optimal consumer engagement, effective marketers know that they have to seed their quality content throughout targeted social networks.
Here are the general guidelines.
Facebook: Since this platform has been proven to be valuable for the purchasing stage of a sale, you’ll need to post high-quality videos and curated content to get followers interested in your heating and cooling services.
LinkedIn: The users on LinkedIn will be most interested in company news and other professional content.
Twitter: Twitter can result in Increased Profit when used correctly. The best tweets are ones that inform users of service offerings and product specifications. To keep things interesting, you can occasionally tweet a social contest or weather updates.
Pinterest: People who use Pinterest want to see how your HVAC services can be embedded into their current lifestyle. As such, focus on posting unique infographics and step-by-step photo guides.
Instagram: If you want to experience Increased Profit with Instagram, make sure that you post high resolution photos and videos with captivating quotes and interesting stories.
Connect With Users
The most successful marketers in the heating and cooling industry understand that selling via social media cannot be accomplished without building strong relationships. Contrary to traditional advertising, the uniqueness of social media lies in the ability to engage in real-time conversations with online prospects and customers from anywhere in the world. To connect with your targeted audience like never before, comments and questions on these platforms should be responded to as soon as possible. Another way to establish trust among your followers is to tag users who frequently share your content.
Target Consumers’ Lifestyle
Most companies understand the basics of establishing relationships on social media, but few understand that to connect deeper they must target the consumer’s lifestyle. Instead of focusing your research on the “who,” such as names and contact information, seek out the “what” – people’s motivating likes and dislikes. After determining this important information, create posts that integrate your brand into that lifestyle. For example, consider producing content with the underlying message that your followers may have a perfectly decorated and designed home, but they are unlikely to experience long-lasting comfort until they invest in a high-quality heating and cooling system. Remember that social selling is “un-selling” – listening to people online discuss their wants and needs.
Social Selling Cannot Be Successful Without A Live Answering Service
For business owners who want to remain pertinent in the heating and cooling industry it is imperative to realize the meaningful investment of time, people, money, technology and organization that goes into effective social selling. In order to ensure that these proven marketing efforts do not go to waste, you should also strongly consider using an answering service for your after hours and overflow calls. There is nothing worse than not being able to answer service calls after generating many online prospects that could potentially increase your overall profits. Instead of using a voicemail or a phone tree setup for after hours calls, make sure that you invest in a live answering service immediately.
Centratel is an elite national telephone answering service located in Bend, Oregon. Centratel’s HVAC Answering Service assists hundreds of heating, ventilation and air conditioning businesses during and after-hours, throughout the United States and is, by a variety of statistics, the highest quality answering service available among the approximately 1,500 services nationwide.